Doing Content Well Takes Time

pexels-photo-209305.jpg

There are no two ways around it: doing content well takes time.

The process of content creation requires vision and organization. It requires investment and patience. And it requires consistency of approach. Somewhere out of all of this, creativity -- the ability to surface disparate elements in a coherent, sometimes surprising way -- arises.

The increasing lurch toward marketing automation and machine learning will help the process of content creation in many ways. But it will not circumvent the reality that best-in-class content creation is a process and a craft that will remain a couple of steps ahead of the machines.

Of course, machine learning and AI-based tools can help create content. We all benefit from tools, and better tools help drive better outcomes. They increase productivity and improve the finished goods.

But the synthesizing process that is at the heart of any creative action remains brilliantly and, some might say, magically in our hands.  

Best-in-class content creation is a process and a craft that will remain a couple of steps ahead of the machines.